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Putting the Instant in Instant Gratification

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Published on

Shop.org 2017
Grace Glenny, Target
Luke Chatelain, West Elm
Tammy Everts, SpeedCurve

Published in: Retail
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Putting the Instant in Instant Gratification

  1. 1. Putting the 'instant' in 'instant gratification' Grace Glenny, Senior Director, Site Merchandising, Target Luke Chatelain, VP, Innovation, West Elm Tammy Everts, Chief Experience Officer, SpeedCurve
  2. 2. In this session, you’ll learn:  Why you need to deliver a fast user experience  How to deliver fast online experiences  How to optimize your customers’ in-store journey
  3. 3. Omnichannel now
  4. 4.  67% start shopping on one device and finish on another  63% use multiple channels when making orders over $100  80% of smartphone shoppers use mobile in-store to help buy  Omnichannel shoppers spend 50-300% more
  5. 5. What is a user-friendly cross-channel experience? (other than a bunch of marketing jargon)
  6. 6. 5 components of a usable cross-channel experience  Consistent  Optimized for context  Seamless  Orchestrated  Collaborative Consistency in the Omnichannel Experience, Nielsen Norman Group, 2016
  7. 7. Slowness hurts conversions
  8. 8. Every 1 second of load time improvement equaled a 2% conversion rate increase for Walmart Staples shaved 1 second from median load time, improved conversion rate by 10% Fanatics cut median load times by 2 seconds, almost doubled mobile conversions
  9. 9. Slowness hurts retention
  10. 10. The impact of HTML delays on mobile business metrics, Strangeloop, 2011
  11. 11. Slowness hurts your brand
  12. 12. fast slow Mobile web stress: The impact of network speed on emotional engagement and brand perception, Radware, 2013
  13. 13. How fast is fast enough?
  14. 14. It depends
  15. 15. Optimal load times for peak conversions
  16. 16. Even 100ms delays matter
  17. 17. Takeaways  Every site is different  User behavior is context sensitive  Performance issues are unpredictable  You can’t understand what you don’t measure  Even small changes can make a big difference
  18. 18. 19
  19. 19. 20 MOBILE AND USER EXPECTATIONS
  20. 20. 21 MOBILE AND USER EXPECTATIONS Mobile has grown at leaps and bounds. • It’s surpassed desktop in: • Traffic • Number of searches • Number of users But mobile experiences don’t match users expectations: • Experiences created specifically for mobile devices are discussed, e.g. mobile 1st, but are rarely executed • Speed is massively important to users
  21. 21. 22 LET’S TALK ABOUT SPEED
  22. 22. 23 RAW SPEED IS IMPORTANT Faster raw load speeds lead to: • More revenue • Less bounces • More conversions • Happier customers • Better overall user experiences New mobile browser capabilities, standards, and implementation strategies (collectively known as progressive web apps/PWAs) allow for impressive speed increases! *Soasta, 2015
  23. 23. 24 PERCEIVED SPEED IS ALSO IMPORTANT • Client-side Caching • Lazy Loading • Service Workers • Single Page App (SPA) Frameworks Perceived load speed can be achieved with smart technical strategy, a focus on user experience and solid implementation. To make your experiences feel instant try implementing the following:
  24. 24. 25 LET’S COMBINE THEM FOR INSTANT USER GRATIFICATION
  25. 25. 26 RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS And can work together… Fast Initial Page Load Speed (due to being a PWA!) ----
  26. 26. 27 RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS And can work together… Instant Perceived Load (due to caching & Lazy Loading!) ----
  27. 27. 28 RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS And can work together… Instant Actions and Response (due to JS implementation!) ----
  28. 28. 29 RAW AND PERCEIVED SPEED ARE BOTH(!) IMPORTANT TO USERS And can work together… Instant Loading of Previous Page (due to caching and SPA!) ----
  29. 29. 30 ALLOWING YOU TO IMPROVE THE USER’S SPEED AND EXPERIENCE We made the experience more visual, more immersive, and more app-like without sacrificing speed, all within the mobile browser :). We’re constantly trying to make things that are engaging AND feel instant
  30. 30. 31 AND THE RESULTS HAVE BEEN OUTSTANDING • Significant Increases in • Revenue Per Visitor • Conversion Rate • Average Time on Site Our beta testing has shown
  31. 31. Guest App
  32. 32. Building a Better Shopper
  33. 33. Job 1: When I know what I need, help me find it and get it taken care of now.
  34. 34. • “Get it today” focus • Find at another store • Store map and aisle on product page When I know what I need, help me find it and get it taken care of now.
  35. 35. • Contextual Search with both items and offers • Store availability filter When I know what I need, help me find it and get it taken care of now.
  36. 36. • Find any item in any store, and help you get there When I know what I need, help me find it and get it taken care of now.
  37. 37. • REDcard and Cartwheel in single scan at checkout When I know what I need, help me find it and get it taken care of now.
  38. 38. • Drive Up that’s ready when you arrive When I know what I need, help me find it and get it taken care of now.
  39. 39. Job 2: Help me build my list, maximize my savings, and minimize my regrets.
  40. 40. • Offers near you Help me build my list, maximize my savings, and minimize my regrets.
  41. 41. • Make the most of Black Friday Help me build my list, maximize my savings, and minimize my regrets.
  42. 42. Help me build my list, maximize my savings, and minimize my regrets. • Exploration of list creation and organization, integrating deals
  43. 43. Job 3: When I have free time, help me window shop so I can get ideas.
  44. 44. • Brand launches • Editorial content • Inspiration & visualization When I have free time, help me window shop so I can get ideas.

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